Chromat

Pool Rules

Most mainstream swimwear ads feature a narrow standard of beauty, one that doesn’t represent the majority of women. To launch their new swimwear collection, we were asked to take Chromat, a body-wear brand with a cult following, to a more mainstream audience without losing their progressive brand identity. So to help Chromat reach a broader audience, we reflected a broader audience—with radical inclusivity.

With no paid media behind it, Chromat Pool Rules earned 205MM social impressions, coverage in 50 publications, and overwhelmingly positive feedback—women said this was the first time they’d felt represented. The campaign was featured in the definition of inclusivity on Merriam Webster, Diesel made a jacket emblazoned with our rules at Paris Fashion Week, and Artsy featured Chromat as a brand that's shaping visual culture.

Press mentions: TeenVogue, Glamour, Buzzfeed, Nylon, The Root, Today Show, DesignTaxi, Bust, Upworthy, Artsy.net, The Drum, Metro UK

Awards: D&AD Shortlist, Integrated Digital Campaigns

Copywriter: Megan Adamson-Jackes